© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMaster Data Management
KC Wu
Vice President, Information Technology
Business Intelligence & Data Services
How Cisco Turned Data into a Corporate Asset
11
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMaster Data Management 2
Agenda
Business Intelligence and Data Services in Cisco IT
Cisco’s Journey through MDM Maturity
Business Value
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMaster Data Management
Business
Technology
Business and Technology Platforms –deliver the services that enable business capabilities.
IT Enablement Platforms
Business Models
Platform Building BlocksNetwork as the Platform
User ExperienceFlexible Delivery
Leveraged Capability
Business Capabilities
Business Processes
Business Services
Ente
rpris
e D
ata
B
usin
ess
Inte
llige
nce
Iden
tity
Man
agem
ent
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMaster Data Management 4
Systems Landscape
Marketing Call Center iStore
Sales CRM
Marketing Campaign
MgmtOrder Mgmt
FinancialsSupply Chain Mgmt.
Services
Oracle
Business Transactions Applications
Oracle MDM
Customer Data Hub
Product Information
Management
Customer Intelligence
Sales Analytics
Oracle
Reporting & Analytics
Financial Reporting
Data Warehouse
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMaster Data Management 5
Cisco’s Data Foot Print
Data Warehouse
24+ TB
Customer Registry
17M+ Companies Sites 25M+ Contacts
ERP
Customer Accounts = 3M+ Item = 3.3M+ Service SKU = 500K+
Product Item Management
Number of Items / Products = 61K+ (end state ~ 500K+)
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 6
Identity & Access Management
Enterprise Data ManagementFrom Data to Insight
DataMaster Data – Shared across Transactional apps, e.g.
Customer, Item, Identity & Access
InformationTransactional Data &
Reporting
KnowledgeAnalytical Data,Operational &
Analytical Intelligence
InsightStrategic & Predictive
Intelligence
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMaster Data Management 7
Unaware
Problem? What
problem?
Aware
No vision, but, yes, we do have a
problem …
Reactive
No vision.Firefighting
is the answer!Isolated,
bottom-up initiatives
Proactive
OK. Let's do something (at the silo
level)
Silo-orientedsolutions
Managed
A unifying vision
emerges (with high
level sponsorship)Enterprise wide MDM program
Optimized
MDM is the way we do
things around hereManaging
master data as an assetContinuing to learn and
improve
MDM Maturity ModelWhere is Cisco on the Gartner maturity Model?
Source: Gartner
0 1 2 3 4 5
Incr
easi
ng M
atur
ity o
f MD
M
Level of MDM Maturity
Prior to 2000 2008 2010Cisco’s Journey
2007
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMaster Data Management 8
Analytical MDMPrior to 2006
Dat
abas
es
Data Warehouse
MDM
Manage Deal Manage Quote
Manage Order
Manage ServicePr
oces
s M
anag
emen
t
Establish Partner Relationship
Establish Contractual Relationship
Establish Commerce
Relationship
Increasing reporting accuracy Driving increased revenue
Reactive
Cus
tom
er
Inte
ract
ion
© 2009 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialMaster Data Management 9
Data Warehouse
MDM
MDM Services Integration2006-2008
MD
M S
ervi
ces
Manage Deal Manage Quote
Manage Order
Manage Service
Establish Partner Relationship
Establish Contractual Relationship
Establish Commerce Relationship
Data Quality and Governance
Manage Partner
Manage Customer
Manage Contact
Manage Relationship
Manage Heirarchies
Proactive Increasing reporting accuracy Driving increased revenue
Moderate increase in operational efficiency Reducing integration costs
Proc
ess
Man
agem
ent
Cus
tom
er
Inte
ract
ion
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Data Warehouse
MDM
Transactional (Operational) MDM2008 and beyond
MD
M S
ervi
ces
Manage Deal
Manage Quote
Manage Order
Manage Service
Establish Partner Relationship
Establish Contractual Relationship
Establish Commerce Relationship
Increasing reporting accuracy Driving increased revenue Improving operational efficiency
Reducing IT & Business costs Enhancing customer service and experience Increase in business agility
MDM Process & Governance
Manage Partner
Manage Customer
Manage Contact
Manage Relationship
Manage Heirarchies
MDM Process & Governance
Managed
Optimized
Proc
ess
Man
agem
ent
Cus
tom
er
Inte
ract
ion
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Business Value of MDMMDM Foundation enables Decision Making Advantage
Business operation reporting through single source of truth and standard data definition Enterprise wide
operational and analytical intelligence
Improve business effectiveness
Capture data through interaction Thread data through
transactions 360 view of a
Customer, Product or Sales order life cycle.
Improve customer experience and
partner productivity
Leverage information across business units for predictive modeling and strategic planning Identify new
opportunities through business intelligence
Grow the Business
Know your Customers
Understand your business
Expand your Business
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